Measuring Marketing Funnels: Your Must-Have Templates
When it comes to understanding your site’s visitor flow, building the right funnels is absolutely essential. Funnels help you visualize the routes your visitors take on their way to convert, showing you which steps of the journey they easily pass through and which places they tend to drop out.
Being able to easily spot on which steps you lose the most visitors is key for knowing which parts of your website you may need to optimize. For example: lots of drop-offs for visitors coming from a certain channel could signal a disconnect between your marketing and landing pages, just as large “leaks” during your checkout flow could indicate the need for a more streamlined process.
Getting Started with Funnels
Just as using funnels to evaluate your visitor flow is crucial for your marketing, making sure you’ve built the right funnels is equally important. Having worked with thousands of companies of all different types and sizes, we’ve seen firsthand which funnels top business owners swear by. So fear not—we’ve got you covered!
Below, you’ll find the top 6 funnels that every business owner and eCommerce shop should build, along with pro tips on how to get the most out of your funnels. The flow of your site may not fit perfectly within all these templates—and that’s okay! Feel free to use these as a guide and adjust steps as needed.
The key to building your most critical funnels is to collect all the data that occurs on your website. Oribi does that for you automatically, allowing you to build funnels in real time and understand where your users drop off, all in just a few clicks.
1. The Sign-Up Funnel
Whether you manage a SaaS company or run an online university, chances are that one of your main conversions includes sign-ups or account creations. By creating a sign-up funnel, you’ll be able to quickly spot where you’re losing leads, which channels drive the highest quality visitors, and which are worth investing your resources in. We recommend having “All Visits” be your first funnel step, as this will provide you with a more comprehensive picture of your visitor flow.
For most businesses, the Sign-Up Funnel will be your basic, go-to funnel; it’s simple, yet fundamental. This funnel measures how many of your site visitors clicked on the sign-up button, and then continued on to complete their registration. If you’re seeing that more users drop between the second and third steps, this could indicate a need to rebuild or reorganize your sign-up form. However, if you’re seeing a major drop between the first and second steps, keep in mind that those two steps are the trickiest spot for most companies. You may want to dive deeper into where those users come from in order to understand which channels perform better. You got this!
2. The Demo Request Funnel
Many sites offer visitors the opportunity to request a demo, an event that’s important to keep an eye on when you’re working to nurture your leads. Even if your website flow encourages visitors to get in touch with you more generally, that’s also a flow you’ll want to track.
The Demo Request funnel shows you the flow of visitors who land on your site, visit your contact or demo request page, and continue on to submit their request form. If a major drop in visitors occurs before the second step, you may want to double check any buttons that lead to your demo request page. Are they easy to spot? Is the value of booking a demo made clear on the page? Put yourself in the shoes of your visitors, and see if you can identify any problem areas.
Oribi also shows you a side-by-side comparison of how your funnel’s current performance stacks up against its performance during the previous time period. Simply click “Compare to Previous Period” to see this comparison and measure the success of any changes you made on your site or in your marketing efforts.
3. The Content Engagement Funnel
Funnels can play a pivotal role when it comes to knowing which kinds of content bring you the most conversions. Whether it’s blog posts or knowledge bases, most companies invest a lot of time, money, and effort on creating content, which makes understanding the effectiveness of each piece absolutely critical. Instead of shooting in all directions or crossing your fingers that you’re focusing your efforts on the right content, use funnels to know for sure.
You’ll notice that the Content Engagement funnel is very similar to the Sign-Up funnel. However, there’s one little tweak: that first step. This funnel measures how many of your site visitors first engage with a certain piece of content and then go on to create an account. In addition to the tips mentioned for analyzing your Sign-Up funnel, the key here is to spot any drop-offs between the first and second step. For example, if your blog pages get tons of traffic, but hardly any of those visitors move on to visit your sign-up page, this points to a great opportunity for optimizing your blog content.
This funnel can be used to gauge the flow of visitors engaging with any kind of content. Feel free to replace the blog pages in Step 1 with ebook downloads, visits to your site gallery, tutorials you’ve created—whatever you’d like. To compare the flows for different kinds of content, simply duplicate the funnel and replace the first step of each one with your desired content.
1. The Checkout/Sales Funnel
If you run an eCommerce store, the number one conversion you’ll want to be tracking is sales. Oribi’s Funnels make it easy for you to create as in-depth a sales funnel as you want, but we’ve kept things simple here. Feel free to add more steps (i.e. checkout- or payment-related steps), but keep in mind that you’ll only see visitors who completed all the steps in the exact order you place them.
This is your basic, no-frills sales funnel. We recommend beginning with these four general steps. However, if you notice that the biggest drop-off occurs between, say, the third and fourth step, adding the smaller steps that occur during the checkout process will help you to spot the exact “leak”. Some common culprits behind checkout drop-outs are payment buttons located below the fold and checkout forms that are too long, too many pages, or require too many clicks.
As mentioned in the Sign-Up Funnel section, you can also duplicate and filter your Checkout Funnel by channel. This way, you’ll know how to adjust your marketing efforts based on how many of each channel’s visitors complete the funnel.
Although this funnel is a no-brainer, you’ll want to make sure that each step accounts for all the ways a visitor can proceed to the next one. For example, if your site visitors can add an item to cart both by clicking “Add to Cart” and by clicking on a shopping cart icon next to a product, make sure you include both types of clicks in Step 2. The same rule applies for Steps 3 and 4: we generally recommend using page visits as funnel steps when possible (rather than button clicks) as it’s easy to forget to include buttons.
2. The Product Categories Purchase Funnel
Knowing where potential buyers’ interests lie can be immensely useful in crafting your marketing campaigns and pinpointing which types of products sell especially well. Use this funnel to discover which product categories bring you the most leads, as well as how many of those leads actually end up making a purchase.
The Product Categories Purchase funnel is very similar to the Sales funnel above, with only one extra step (Step 2) added in. The purpose of this funnel is to discern where your visitors’ interests lie and on which categories to focus your marketing efforts. If you see, for example, that the percentage of visitors to your Women’s Tops pages who add something to cart is much higher than that of Home Decor visitors doing the same, you can adjust your marketing campaigns accordingly.
3. The Newsletter Subscription Funnel
Whether you offer discounts and coupon codes, or simply alert your newsletter subscribers to new products or events happening in your store, your email list is one of your most precious marketing assets. With this funnel, you can make sure to optimize your subscription flow and keep potential subscribers from dropping off.
Here, we’re measuring the flow of website visitors who complete your newsletter sign-up process. A drop-off between the second and third steps could indicate a lengthy subscription form.
Building Funnels in Oribi
Building funnels in Oribi is seriously easy. Oribi tracks everything automatically, so all you have to do is choose which data you want to use for your funnel, and analyze it on the fly. No need to wait around for Oribi to gather the data—it’s already there! Before you start, make sure you’ve created the Magic Events you want to use as steps, and then—the rest is pretty much magic. Drag and drop your steps to reorder them, track flows across domains, and filter your funnels by platform, channel, and location in just a few clicks.
And, to make analyzing your funnels a cinch, click the lightbulb next to each one. Oribi’s Funnel Insights present you with the key findings you need to optimize your funnel steps. Find out which channels your best-converting visitors come from, which devices those visitors are browsing on, and which locations tend to bring the most (or least) converting visitors.
Funnels are an essential part of website optimization, and you’ve got the perfect tool for building them, right at your fingertips.
The Bottom Line
Building and analyzing funnels is a key component of understanding your marketing strategy and user behavior. By using these six funnels to better understand your marketing, you’ll be only a step away from gaining meaningful insights on how to increase your conversions and sales—and well on your way to marketing excellence.